The new two minute advert, which was created by Saatchi & Saatchi, is the third in a trilogy of adverts this season by John Lewis, and celebrates the search for a perfect gift at Christmas.

The new ad follows main character Sally who has left it until late in the day to find a gift for her sister.

Sally rushes to the John Lewis store on Oxford Street at closing time, and falls through a rack of dresses into a “fantastical world” before emerging from a wardrobe in the attic of her childhood home.

The ad then follows her on a journey of memories from her past, laser focusing on the relationship she has with her sister.

Sally then meets her sister outside the store with a gift purchased and wrapped and as the pair depart, an image of her sister as a child from her memories, is reflected in the John Lewis shop window.

The ad concludes on the strapline “The secret to finding the perfect gift? Knowing where to look”.

John Lewis said the ad celebrates the journey of finding perfect Christmas gifts and showcases the “breadth of offering in its stores” this year.

It will air for the first time during an episode of ITV’s Coronation Street on Friday November 15, 2024.

The soundtrack of the ad is the song ‘Sonnet’ by Richard Ashcroft and as part of the Christmas campaign, John Lewis will be offering aspiring musicians the chance to compete to become a cover star for a second edition of its advert.

Famous for its Christmas adverts featuring cover songs, this year the retailer is shaking things up with a nationwide talent search in partnership with Sony BMG and Richard Ashcroft via TikTok.

Applicants must submit their version of the song via the branded effect on the John Lewis TikTok page using the hashtag #MySonnet.

The winner will re-record their version of the song which will be featured in a Christmas Day airing of the 2024 John Lewis advert.

John Lewis customer director Charlotte Lock said: “The secret to finding the perfect gift is knowing where to look.

“Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’ – the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love. Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.

“This year, the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So whether your style is pop, indie, country or R&B, we can’t wait to hear your take on Sonnet.”

The Christmas campaign launch follows news earlier this year that John Lewis has relaunched its famous Never Knowingly Undersold price promise, and the new ad concludes its seasonal campaign for 2024.

Topics